• BIZIBLE  |  FRIDAY, APRIL 28, 2017
    [Channel, Interactive] 7 B2B Marketing Principles For CMOs and Directors
    This is a major challenge for showing marketing’s influence on the entire lifecycle, or justifying an investment in a new channel. There should always be a clear story for marketing's influence on revenue when justifying a shift in spending or a new channel investment. original lead source attribution) and cross-channel interaction. Marketing can also educate sales on the channels prospects prefer to engage with.
    [Channel, Interactive] B2B Marketing Trends for 2016
    There are already plenty of viable ABM channels. Channels and tactics. But as B2B buyers complete more of their journey before ever interacting with a. advance the buyer through 70% of the purchase cycle, there are. B2B Marketing Trends for 2016 21 Use Sales as a Content Distribution Channel Marketers devote significant resources to content creation, marketing. B2B Marketing.
    [Channel, Interactive] B2B Marketing Trends for 2016
    There are already plenty of viable ABM channels. Channels and tactics. But as B2B buyers complete more of their journey before ever interacting with a. advance the buyer through 70% of the purchase cycle, there are. B2B Marketing Trends for 2016 21 Use Sales as a Content Distribution Channel Marketers devote significant resources to content creation, marketing. B2B Marketing.
    [Channel, Interactive] B2B Marketing Trends for 2016
    There are already plenty of viable ABM channels. Channels and tactics. But as B2B buyers complete more of their journey before ever interacting with a. advance the buyer through 70% of the purchase cycle, there are. B2B Marketing Trends for 2016 21 Use Sales as a Content Distribution Channel Marketers devote significant resources to content creation, marketing. B2B Marketing.
    [Channel, Interactive] Top 5 Demand Generation Strategies
    According to CampaignMonitor.com, email is the channel that generates the highest ROI for marketers; for every $1 spent, email marketing returns $38. Due to its interactive nature, however, it comes with a need for more careful implementation to ensure best results while maintaining the corporate image. Before you choose a social media channel, make sure your customers are actively using the site and find ways to target them specifically.
    [Channel, Interactive] Ask a Content Strategist: How Do You Measure the ROI of Video Marketing?
    I spend more time perusing the YouTube channels of Fortune 1000 brands than anyone ever should, and a lot of them are graveyards of 20-minute talking head interviews with fewer than 200 views. You’re not going to track video’s impact on purchase behavior if your content analytics aren’t properly integrated with Salesforce. One recent example I love is this interactive video designed to drive 401k contributions for BlackRock.
    [Channel, Interactive] The 10 Best Customer Service and Customer Engagement Platforms
    Multi-channel help desk software with ticketing, case management, self-service support, and reporting. Multi-channel customer support software incorporating IT help desk with ticketing, CRM, live chat, in-app chat and support for mobile apps, a self-service portal, and performance reporting. The emergence and spread of the Industrial Internet of Things (IIoT) has dramatically changed the game for both B2B vendors and customers.
    [Channel, Interactive] Employee Advocacy- Are You Leveraging Your Employees’ Influence?
    Despite being in a generation where we’re obsessed with doing anything and everything online, we do still occasionally favour some human interaction where possible- whether this is directly in-store, or through online portals or email, or just by employees being visible, helping us to perceive the brand as being more human. Have you ever made a recommendation to a family member or friend which has led to a purchase?
  • ACT-ON  |  THURSDAY, APRIL 20, 2017
    [Channel, Interactive] 5 Tips for Building a High-Performance Marketing Plan
    So map out their buying stages and figure out how you can interact with them at each point. Explore ways you can help your vision come to fruition, such as by purchasing a marketing automation program to create nurture campaigns or hiring a vendor to work on your website. Because every single time a prospect interacts with you, it means something.”. This can be a new tactic, a new channel, a new type of content (podcasts or videos, anyone?),
    [Channel, Interactive] 8 Questions to Help You Decide if Your Content is Good Enough
    Is it aligned with where your audience is in the purchase process? In contrast, lead nurturing content – content designed to nudge a prospect along the sales cycle – is often tailored to answer questions for those further along in the purchase process. Also, certain lead generation channels – notably native advertising like LinkedIn Sponsored Updates – need to be refreshed more quickly. The best demand generation campaigns start with content that your prospects want.
    [Channel, Interactive] Why C-Levels Need To Think Differently About Social Media Strategy
    Clearly, customers are online, and they’re looking to interact with brands right where they are. 51% of customers say they’d only reach out for support one time before giving up on a purchase. When its clients flocked to Facebook to ask questions about the product and interact with the brand, they created a Facebook group to provide answers. Social Is Of Course Just One Channel of Many.
  • SNAPAPP  |  TUESDAY, APRIL 18, 2017
    [Channel, Interactive] A Simple Guide to Creating Interactive Ebooks (With Examples and How-To's)
    Enter interactive ebooks. . These assets capture and retain reader attention much longer than their static counterparts: While interactive ebooks can provide a competitive advantage for content marketers, many teams make the mistake of developing them with the same approach and mindset as a traditional static PDF. This results in a boring end-product that fails to leverage the storytelling capabilities an interactive ebook can provide. Interactive ebook examples.
  • KAPOST  |  MONDAY, APRIL 17, 2017
    [Channel, Interactive] Why B2B Marketing Still Needs Social Media
    However, some investments don’t show proof of value immediately because they rely on unpredictable choices of a person in the purchase position. Social analytics and metrics are good predictors of purchase behavior and offer a general “read of the room” when it comes to gauging interest and engagement level of a target audience. And let’s face it, trust is the true fuel behind purchase decisions.
    [Channel, Interactive] THE HACKIES: Creating SCALE: Shared Content and Link Evaluation
    We know our efforts pay multiple dividends across channels but lack a single tool that puts everything together in one holistic view. The consequence of these organizational and data silos is disconnected data, data which cannot be used to create strategic insights or address cross-channel marketing problems. This tool identifies how customers of companies of various side and industries use digital channels to become aware of them, learn more about them, and engage with them.
    [Channel, Interactive] Monetate Adds Machine-Learning Based Real Time Ecommerce Personalization
    Customer browsing and purchase behavior are matched against this catalog. Monetate’s intelligent personalization is currently limited selecting content for Web interactions. It will add support for other channels next year. It was previously based on page views but is now based on unique visitors and number of channels. Monetate is one of the oldest and largest Web testing and personalization vendors, founded in 2008 and now serving more than 350 brands.
    [Channel, Interactive] How You Can Benefit from Online Lead Generation Services
    Staying up-to-date on online lead generation channels and techniques is a full-time job. Regular reviews of lead quality are part of the external agency’s interaction with the business to ensure that quality remains at desired levels. Qualified leads require less time in the funnel before purchase, and they are more likely to be repeat customers.
    [Channel, Interactive] How to Use Email Marketing as the Centerpiece of Your Digital Retail Innovation
    A tactic that’s almost as old as the internet itself, email remains highly influential on shoppers and is a must-use channel for any retail brand. This isn’t the fault of email as a marketing channel. While the campaign channel has remained viable over decades, the best practices for that success have changed significantly. Personalized subject lines can refer to both the recipient and, ideally, an area of interest or a recent purchase.
    [Channel, Interactive] THE HACKIES: Driving digital transformation strategy in a rapidly evolving technology environment
    Here’s what we’ve learned: Digital transformation is seen as the key to delivering both a unified customer experience and a quality of service and interaction that will differentiate the company in their competitive landscape. It is the product team that generally drives and tests the product and purchasing experience that represent the biggest pieces of the CX puzzle. This article is a guest post by Anita Brearton of CabinetM.
  • EMEDIA  |  WEDNESDAY, APRIL 12, 2017
    [Channel, Interactive] What Does Omni-Channel Mean?
    Omni-Channel is All About Customer Experience. But B2B sellers have made slow progress mapping digital touch points to every stage of their prospect’s purchasing journey, let alone across channels. Many struggle to create omni-channel experiences that are engaging and seamless. B2B buyers demand digital — but not to the exclusion of other channels, which are also essential. What Is Omni-Channel? The post What Does Omni-Channel Mean?
  • PUREB2B  |  TUESDAY, APRIL 11, 2017
    [Channel, Interactive] Are You Managing Your Leads Effectively?
    Not all leads acquired are ready to purchase , meaning that these leads need to be nurtured to push them further down the sales funnel. Some prospects need more time and information before purchasing, which leads to delayed conversion and a longer sales cycle. Businesses can also track a customer’s complete history of interactions and engagement. Use a Multi-Channel Approach. This will help you channel your efforts to prospects who are ready to buy.
    [Channel, Interactive] Five Ways Marketing Agencies Can Benefit from Live Chat
    A live chat program offers a myriad of benefits to businesses – from real-time interaction to improved customer relations and better overall customer service. Thirty-eight (38)-percent said they had made their purchase based on the chat session itself. In addition to email, phone, video customer support channels and self-service, live chat is a powerful tool for online customer support that executes increased conversions, happier customers, and a reduction in service costs.
    [Channel, Interactive] Why Personalized Videos Are Dominating Content Marketing [Interview]
    As anyone moves closer to their purchase decision, though – whether that’s in a B2B or B2C setting – they’ll be more open to spending more time engaging with a brand. In your opinion, what is the best channel for B2B marketers to distribute their videos (e.g., There are so many different channels for video distribution and a good video strategy will take advantage of multiple platforms.
    [Channel, Interactive] THE HACKIES: Hacking a technology stack for local presence management
    The omni-channel experience, calls for layers of technology, demonstrated by the following examples: SEO. Each pair of shoes is being sold by a different retailer, neither of which has he ever purchased before. Suddenly, a mobile offer pops up, offering him a 18% discount if he makes his purchase in the next 10 minutes. This article is a guest post by Mila Hose and Mireya Prado (with graphics from Margaret To ) of Brandify.
  • ENGAGIO  |  MONDAY, APRIL 10, 2017
    [Channel, Interactive] The 5 Levels of Account Orchestration
    Successful organizations today are led by marketers who think about ways to orchestrate the right people in their business to interact with the right people at target accounts in a way that drives engagement. Level 3: Channels. Send a series of touches across channels to one person. At this level, one person from your company uses a variety of channels to reach one person. Send a series of touches across channels from multiple people and teams.
    [Channel, Interactive] How Pardot Customers Use SnapApp to Drive Better Marketing Results
    All the commotion you’re hearing about interactive marketing is real. With a marketing automation platform already in place, interactive content can significantly boost many layers of your techstack. Don’t take it from us, hear from fellow Pardot customers who are optimizing their Pardot with interactive content. . “ Because of interactive content, we are able to have a better conversation with our customers right from the beginning, and accelerate our sales cycle. ”.
    [Channel, Interactive] 10 Ways CMOs Can Help Grow Their Companies
    Add channels where it makes sense. If you are an offline business, consider including and marketing an online channel to reach more prospects. Don’t forget that mobile has become one of the largest channels so have a mobile marketing strategy to interact with customers here. This involves doing more for them that increases those “feel good” intangibles that come from interacting with a store, retailer, or service provider.
  • SNAPAPP  |  MONDAY, APRIL 3, 2017
    [Channel, Interactive] The Ultimate Guide to Interactive Marketing
    Enter interactive marketing. . . What is Interactive Marketing? The Harvard Business Review defined it as: "The term interactive, as we interpret it, points to two features of communication: the ability to address an individual and the ability to gather and remember the response of that individual. That's why interactive marketing is more effective at educating buyers: ( Source ). Why is Interactive Marketing So Effective? 9 Examples of Interactive Marketing.
  • SNAPAPP  |  THURSDAY, MARCH 23, 2017
    [Channel, Interactive] What Is Lead Scoring? How to Create a Beginner to Advanced Model
    Start by thinking about your different marketing channels and go from there. . Is the behavior showing the lead as not interested , aware , engaged , or considering purchase. For example, with a medium like interactive content where you can collect much more information than just behavioral actions, that data may not neatly correlate to something in your MAP or SFDC. Lead scoring is a B2B marketer’s best friend.
  • PUREB2B  |  WEDNESDAY, MARCH 22, 2017
    [Channel, Interactive] How to Nurture Leads with Email Marketing
    Luckily for businesses, this interconnectedness allows them to deliver content in different ways: social media, blogging, video, audio, and a host of other interactive platforms. Be ready to give it to them at the right time and via the right channel. This means grouping your leads by their browsing activity, demographic information, and purchase history. Whatever the case, let the prospect choose the channel that suits them best.
    [Channel, Interactive] THE HACKIES: A customer-centric approach to building marketing and sales stacks
    What used to generally be a straightforward problem-solution-benefit sale has evolved into a complex, multi-phase, multi-channel engagement. Easy: The Holy Grail of funnel marketing — steering prospects effortlessly through the awareness, consideration, and purchase phases — is misguided because the buying process is hardly linear. 3rd Party – customer data sourced and purchased from data vendors. This article is a guest post by Raviv Turner of CaliberMind.
    [Channel, Interactive] 6 Mobile Marketing Secrets You’ll Learn in 6 Minutes
    While the principles remain the same, mobile marketing automation connects directly to mobile-only messaging channels like push notifications and in-app messages, giving marketers a holistic view of their campaigns. By integrating mobile marketing automation into your marketing platform, you can run multi-channel campaigns and transfer web-originated user behavior data to mobile and vice-versa. . Purchase? Secret #5: Coordinate Multi-Channel Campaigns.
  • ACT-ON  |  MONDAY, MARCH 20, 2017
    [Channel, Interactive] Are You Ready for Marketing Automation?
    support cross-channel marketing communications, enabling consistent messaging across websites, email campaigns, social media, and other channels. It’s not wise to blindly take the plunge and jump in to a major technology purchase based on its abstract promise and allure. Having a well-crafted strategic plan and the necessary financial and manpower resources in place will be crucial to the success of your marketing automation investment, should you decide to purchase.
  • PUREB2B  |  MONDAY, MARCH 20, 2017
    [Channel, Interactive] 7 Benefits of Closed-Loop Reporting
    Marketing automation or analytics software provides one piece of the puzzle with data about how many leads you get from a specific channel, how you got those leads, and how you’ve engaged with them. It’s a good start to know that a particular channel or strategy is generating leads, but it’s even better to know why it’s working. Focus on Your Best Channels and Prospects. You don’t have to waste time, money, and effort on channels and strategies that don’t work.
  • SNAPAPP  |  THURSDAY, MARCH 16, 2017
    [Channel, Interactive] What is a Marketing Technology Stack? Definitions, Stats and Examples.
    that marketers use to efficiently and effectively execute marketing activities, across a numbers of channels. The sheer breadth of channels, and number of marketing technology vendors is mind-boggling. . 70% of marketers say that interactive content is effective at converting site visitors. Before diving in and purchasing components of a stack, think about which tools will help you accomplish your goals, and then build your stack with resources that can help you reach them.
    [Channel, Interactive] 5 Key Takeaways from World B2B Marketing Chief Congress 2017
    All of these people would play a significant role in the purchasing journey of a B2B company. Map the right content assets and define the most appropriate channels to maximize the influence and impact of your content, such as website, WeChat, third party platforms, paid media, campus BBS, KOL, PR efforts, and more. Check out this slide for more potential channels: Takeaway #3: Be Human – Stop Selling and Start Helping.
    [Channel, Interactive] 3 Criteria for Selecting an Enterprise-Ready Marketing Platform [Whitepaper]
    Given the fast pace of channel proliferation and changing digital strategy priorities, it’s critical to build a marketing technology stack with scalable functionality and integrations to improve your productivity. For example, solutions with a reputation for releases that are frequently reduced in scope or repeatedly delayed, or product roadmaps that seem vague, may not be the best choice for a future-proof enterprise technology purchase.
    [Channel, Interactive] Is your brand making maximizing interest from potential customers?
    No matter what channel you use to gain exposure for your company, building an email list is vital to showing value and moving prospect through your sales funnel. Make it about helping the consumer–not immediately trying to get him or her to purchase something. Beyond positioning yourself as a thought leader across your different digital channels, you should be driving people to opt-in to your email list to get content they can’t find elsewhere.
    [Channel, Interactive] Understanding Generational Social Media Preferences
    7 in 10 Gen Xers will likely purchase something from a brand they follow. of Millennials follow a brand before purchasing a product. If not, time to test the next channel. Biggest takeaway: Nearly 7 in 10 Gen Xers will likely purchase something from a brand they follow. What this means for you: Even though each generation may opt-in to a brand’s Facebook Page or Instagram profile before making a purchase, it doesn’t mean they’re seeking out the same social content.
    [Channel, Interactive] Mastering modern marketing technology leadership over 2 intense days
    They’ll describe how they applied interactive analytics to turn Pandora’s data into opportunities — a transparent and flexible approach to exploring and visualizing data, allowing marketers to get answers in real time and quickly take action on them. As customer experiences become more complex and span multiple interactions, channels and devices, identity resolution will make or break brands’ ability to harness customer insights and orchestrate marketing programs.
    [Channel, Interactive] Should Customer Data Platforms Be "Marketer-Controlled"?
    And when you start looking at which departments are making these purchases, marketing is by far the leader. A CEH allows personalized, contextual customer engagement, whether through a human, artificial agent, or sensors, across all interaction channels.
  • HUBSPOT  |  MONDAY, MARCH 6, 2017
    [Channel, Interactive] YouTube Ads for Beginners: How to Launch & Optimize a YouTube Video Advertising Campaign
    Advertisers only pay for TrueView ads when viewers watch or interact with their ad (for example, by clicking on a call-to-action), and videos can be easily customized to share a variety of content. You can also make them play anywhere in the Google Display Network (GDN) -- or sites that purchased Google video ad space. YouTube Search: Your video ad will appear in results for searches and will appear on the YouTube home page, channel pages, and video pages.
    [Channel, Interactive] Interactive Storytelling: How to Make Your Content Strategy Soar in 2017 (with Examples and Stats)
    It’s called interactive storytelling. What is Interactive Storytelling? Storytelling in businesses can be used to tell a story about a brand, and what it stands for, like the TOMS shoes brand does: Stories in business can be used in product descriptions to increase conversions: So exactly what is interactive storytelling? Interactive storytelling” is simply storytelling enhanced by digital tools. Examples of Interactive Storytelling. Distribution channels.
    [Channel, Interactive] Top Webinars You Should Watch For Marketing Success in 2017
    But, building a marketing plan that effectively bridges the gap between customer interactions and digital touch points can be a challenge. Webinar – Facebook B2B Advertising: How to Reach Your Target Audience on the #1 Social Channel. Facebook has become the top social channel to reach decision makers. According to a 2016 report, 1 in 4 decision makers prefer Facebook when seeking information on a purchasing decision…ranking it ahead of LinkedIn and Twitter.
    [Channel, Interactive] Account-Based Marketing and SEO: 4 Reasons They’re Perfect for Each Other
    If the results are mostly product pages, users are probably looking to purchase a solution. SEO is Always an Optimal Channel. Once you’ve determined your target accounts and have personalized content to engage them, it’s time to determine the optimal channels for your campaigns. Every organization will prefer different channels, but organic search should always be a priority: 71% of B2B decision-makers begin their journey with a general web search.
    [Channel, Interactive] Make the Shift from Automation to Engagement Marketing
    Simply dabbling in multi-channel marketing is no longer an option. In fact, many decisions for both B2B and B2C products are made long before interacting with a human being. While automation is a core component of engagement at scale, the main difference between traditional automation and true engagement is the ability to centrally deliver content and messaging across multiple channels in a highly coordinated and interactive fashion.
    [Channel, Interactive] Where Retailers Fall Down: Mobile Marketing and Newsletters
    Purchases remain only a few taps away, while stories remain the focus of interest for their readers. As a first step, couldn’t the editorial first articles of NOWNESS or the hidden purchases of Gucci just as easily make up your monthly newsletters? Phones allow people to “research” brands more so than interact with them. Digital marketing for retail brands is about as close to the Wild West as it gets.
    [Channel, Interactive] A Complete Guide To The Buyer Journey
    Definition : The buyer journey is defined as the thinking and actions taken by customers as they discover a problem/need and take the steps to solve their problem through a purchase. It’s also time for closer interaction and relationship building. Using advanced marketing attribution marketers can optimize and improve performance across every channel and campaign. The buyer journey is often described in terms of content needs or customer needs.
    [Channel, Interactive] To Successfully Personalize Marketing Communications Across Mobile Devices, Brands Need To Do This
    The proliferation of mobile devices that consumers use on a daily basis creates an enormous challenge for marketers trying to orchestrate a seamless cross-channel customer experience. Connect Identities Across Disparate Marketing Channels. This is done by seamlessly pulling together the many IDs across marketing channels and devices that comprise of a given person, enabling marketers to tie their interactions to an actionable customer profile.
    [Channel, Interactive] Data is the Biggest Roadblock to Cross Channel Marketing Success
    Of course data is the biggest roadblock to cross channel marketing success. In a report issued last year by Econsultancy, when asked to describe their organization's ability to manage data across multiple channels, 51% of respondents said they operate under the dreaded silo landscape. If that weren't bad enough, look at the other end of the spectrum where a measly 5% say they have a single platform that can manage data cross multiple channels. Cross Channel Marketin
    [Channel, Interactive] Zaius Offers Mid-Market Customer Data Platform Plus Analytics and Campaigns
    I probably wasn’t helped by Zaius’ Web site, which calls it a “B2C CRM” and then lists single customer view, real-time marketing automation, and cross-channel attribution as its main features. Zaius assigns events to sessions after they are linked to unified identities, so one session can include interactions across several channels. Analytics include dashboards, attribution reports, and funnel analyses that track customers through a purchase process.
  • INFER  |  TUESDAY, FEBRUARY 14, 2017
    [Channel, Interactive] In the next 5 years, we are going to see a reimagining of automation through AI: An Interview with Sean Zinsmeister
    For example, last year we launched the Stack & Flow Podcast as Infer’s own media channel to promote the good work of our customers, partners and friends in the industry. We’re very encouraged by the early results and excited to grow this channel further – especially as topics such as AI and automation continue to gain mainstream traction. Also Read: 3 ways to boost channel intelligence.
    [Channel, Interactive] You Can’t Provide an Experience to a Customer You Don’t Know
    First, companies realize (or, sadly, are in the process of realizing) that digital consumers expect a seamless experience across all channels and touch-points. If you want to find out as much as you can about your customers, and be able to provide them with a seamless, engaging experience however they choose to interact with you, you need some kind of enabling technology. Engagement today means “engage through any channel.”
    [Channel, Interactive] The 29 Best Social Media Monitoring Tools
    71% say they are likely to purchase an item based on social media referrals; in fact, consumers report that social media plays almost as big a role in purchasing decisions as does television. A multi-channel marketing platform primarily for B2C marketers. Track any keyword, phrase, hashtag, URL, or combination of these search terms and find the relevant posts across top channels including Twitter, Google+, Instagram and Facebook.
    [Channel, Interactive] Hit Your Channel Sales Goals with ROI Selling
    As a result, many companies are looking to channel partners as a more efficient revenue source. A survey reveals that the majority of B2B firms are now generating 60% of their revenue through indirect channels (The 2112 Group). If you are in tech, Accenture reports an even more significant 70% of revenue now comes from the typical channel program, with this expected to grow to 80% or more over the next 12 months.
    [Channel, Interactive] How to Drive Considered Purchases in Consumer Marketing
    In this information age where self-education and research define most of the criteria used to make a final purchase, ensuring that your brand’s differentiated value reaches your audience at the optimal time is critical. While it’s certainly vital for your brand to be found, are you able to consistently build enough brand equity to deliver through to the final purchase and beyond ? Centrally-Captured Interactions. ROI Measurement Across Channels and Programs.
    [Channel, Interactive] Why Relevance Outsmarts Personalization in B2B Marketing
    In a B2C context like e-commerce, it can dramatically improve shopping experiences by suggesting items based on a user’s purchase history. While this is a universal marketing truth, the context of those interactions is completely different. In B2B marketing, the concept of personalization goes beyond customized email fields or purchase suggestions until much later in the sales cycle. For most, the answer is simple: Begin with the web channel.”.
    [Channel, Interactive] Why Relevance Outsmarts Personalization in B2B Marketing
    In a B2C context like e-commerce, it can dramatically improve shopping experiences by suggesting items based on a user’s purchase history. While this is a universal marketing truth, the context of those interactions is completely different. In B2B marketing, the concept of personalization goes beyond customized email fields or purchase suggestions until much later in the sales cycle. For most, the answer is simple: Begin with the web channel.”.
    [Channel, Interactive] Quaero AdVantage CDP Bridges Identified and Anonymous Data
    One of those lineages goes back to marketing databases from simpler days, when postal mail and email were the main channels. It was purchased in 2008 by CSG International , a telecom customer communications specialist, and repurchased by the original management in 2014. AdVantage provides its own interactive reports and segmentation interface. It’s a common pattern: several vendors proudly roll out new products they developed in secret, only to find they’re all very similar.
    [Channel, Interactive] 3 Account-Based Marketing Mistakes You Can’t Afford to Make
    Product fit: Accounts that have business needs that clearly match your solutions, which increases the likelihood they will purchase. You’ll want to leverage the critera above to determine which accounts you should purchase from your chosen vendor. Once you have selected the right accounts, coordinate your channels and work cross-functionally to deliver a seamless customer experience.
    [Channel, Interactive] What Steve Jobs Can Teach Us about Marketing in 2017
    For example, post teaser videos to Twitter or other social media channels where your target audience spends time. Focus on the omni-channel experiences so that regardless of which channel customers use to interact, the brand messaging and experience will be the same. Steve Jobs didn’t look good on paper. He wasn’t an engineer; he didn’t have an MBA. In fact, he had no college degree at all.
    [Channel, Interactive] The 29 Best Web Analytics Tools
    In the web presence optimization model , content is distributed through online channels to maximize brand visibility. Sample review: “Crazy Egg is a fantastic platform that allows marketers to see where users are clicking and what they’re interacting with while they’re on your website. It can also help you understand why people leave your site and how they’re interacting with your calls to action.”
    [Channel, Interactive] How Your Agency Can Use Social Media to Attract New Talent
    Beyond that, what separates the greats is their personalities: their people, their values, their approach to business, and their interactions with their communities. For instance, leaders are recognizing that employees are the best influencers , and have started leveraging them on social media channels, where employees can share company posts with their networks. Most consumers today wouldn't make a large purchase without first researching the brand.
    [Channel, Interactive] Snackable Content: How To Drive Big Leads With Bite-Sized Content
    They’re interactive , and exceptionally popular. They also provide a powerful channel to segment your audience, and qualify potential leads. . . It was featured on their website, and promoted heavily across social media channels. . Interactive Videos. There are also interactive videos that are: Clickable: users can take some kind of action by clicking, while viewing the video. You can some live examples of interactive videos here. . .
    [Channel, Interactive] The Undeniable Benefit of a Consistent Cross Channel Marketing Message
    While you may see trend articles about the value of reaching out to customers and prospects on the mobile channel, the reality is that your audience wants to hear from you there. However, they also want you to talk to them on other channels, including digital and traditional channels. Not only does it make sense to take this approach, but there is also research that substantiates the benefit of consistent cross channel marketing messaging. Cross Channel Marketing
    [Channel, Interactive] The Sales Tactics You Need to Know for 2017
    Well, we now know that these days, up to 90% of the customer’s decision to purchase is complete before they even reach out to your sales team. Consumers now use websites, blogs, whitepapers, customer testimonials, social, and other channels to glean all kinds of information about you and your product, which is vastly different from how people used to learn about products: mostly, salespeople would reach out and engage someone in a conversation. When you sell, are you making change?
    [Channel, Interactive] Writing Tips for B2B Content to Break the “Will They Engage?” Barrier
    Keeps clients moving through the buyer’s journey towards purchase, seamlessly. However, it all starts with crafting diverse, full-funnel content that offers a blend of an organization’s personality, offerings, and entry points, paving an easy path to purchase. Tip #9: Gamify Content through Social Channels to Increase Engagement and Incentivize with Prizes.
    [Channel, Interactive] 30 SEO Best Practices for B2B Organizations in 2017
    When thinking about engagement in online marketing, we typically think of a click; however, chatbots take engagement to the next level with an interactive conversation. While social media may provide more of an indirect benefit to SEO performance, a lack of social media visibility might mean your brand isn’t effectively connecting with their target audience across online channels audience. In the world of SEO, it’s extremely difficult to project for the year to come.
    [Channel, Interactive] Why CMOs Need To Be Bullish On Mobile DMPs
    70% of us use 3 or more channels to research a purchase. Consumers viewing a constant message across a variety of channels can improve purchase intent by 90% and brand perception by 68%. Cross channel customers who shop on more than one channel have a 30% higher lifetime value score than those who shop on only one. Companies with strong cross channel customer engagement see a 9.5% DMPs Power Cross-Channel Mobile Marketing.
  • HUBSPOT  |  FRIDAY, JANUARY 20, 2017
    [Channel, Interactive] 4 Data-Driven Ways to Create More Targeted Ad Campaigns
    The days of selecting media channels based on broad demographic data and relying on generalized ad impression numbers are over. Programmatic buying is an automated method of purchasing digital media in real-time that is easily adjustable. According to eMarketer , more than two thirds of all digital display advertising in 2016 will be purchased programmatically. Digital marketing is undergoing a revolution.
    [Channel, Interactive] Salesforce’s Mike Kostow on Why Marketers Should Trust Data Over Intuition
    Now by the time prospects are coming to a company to buy something, they’ve done a lot of their research online, and they’re really close to making a purchase. With that, you can have a single place to gather all of these interactions that these customers are taking on their buyer’s journeys and make sure that you are able to hit them at the right time as they move from a prospect to a customer.
    [Channel, Interactive] Does Your Martech Stack Add Up to a Good Customer Experience?
    Your prospects and customers are interacting and engaging with you over a whole series of different channels and touchpoints. Up to 76% of B2B buyers now use three or more channels before making a purchase. visits to a retailer’s site before deciding to make a purchase, customer experience is changing from a focus for marketers to a central pillar of their philosophy. Cross-channel marketing - why it matters.
    [Channel, Interactive] Over Two Thirds of CMOs Name Mobile Marketing a Top Priority For 2017
    A Cross Channel Emotional Attachment. For example, a user shopping for a new coat researches styles on a tablet at home, then wants to show the coat options to a friend at lunch on a smartphone before completing the purchase on a laptop at work. These multiple device scenarios compel CMOs to focus on a cross-channel marketing strategy to effectively reach their customers and provide a consistent brand experience.
  • KAON  |  MONDAY, JANUARY 9, 2017
    [Channel, Interactive] 3 Ways to Keep Customers Engaged with Your Mobile Marketing Apps
    If the goal of the app is to build trusted relationships with customers both pre and post purchase, marketers need to seriously think about relevant and engaging content that enriches user interaction with their brand throughout the ENTIRE buyers’ journey. In the mobile world, users navigate across all channels fluidly (from emails to websites, from social media to different apps, etc.). Original article published on Mobile Marketing Watch. .
    [Channel, Interactive] 7 Ways to Generate Leads on Social Media
    With 75% of B2B buyers and 84% of C-level/Vice President (VP) executives incorporating social media as a key part of their decision-making process according to IDC , social channels are becoming essential to building relationships with prospects and customers throughout every stage of the customer lifecycle. These types of campaigns are something people enjoy sharing on their social channels, and by including an entry form, you’ll have the opportunity to capture important lead data.
    [Channel, Interactive] Boxever Puts Airline Data in Context for Better Passenger Experience
    Everyone loves a good origin story* and Boxever has a classic: the company started as system to recommend add-on purchases on airline booking sites but found that prospects lacked access to customer data, so it pivoted to build customer databases. Data can be loaded in real time during Web or call center interactions, by querying external sources through API connections, or through batch uploads.
    [Channel, Interactive] Start 2017 with the world’s most famous chief marketing technologist
    As the category gets more mature and fragmented, fans get more choice, forcing the brands to become more precise, relevant, and progressive about every single interaction, agnostic of channel or type of media. Marketing departments now have the budget to purchase marketing technologies, but are struggling to maximize adoption and activation. Happy New Year, dear readers!
    [Channel, Interactive] Our Top 10 Blogs of 2016 at a Glance
    Even if you’re a consumer marketer, people do research on your company and products long before they decide to make a purchase. For digital marketing especially, your buyers are perusing different channels to make informed decisions on whether they should purchase from you, let alone click on your ad. 10 Ways to Engage Your Audience with Interactive Content. 10 Ways to Engage Your Audience with Interactive Content.
    [Channel, Interactive] 10 Trends for B2B Marketing in 2017
    Is marketing more targeted, driving clicks, likes, shares and purchase power towards a particular funnel not just “a sales funnel.”? Marketing apps foster interactive engagement and collect more accurate “intent” data from visitors. Content and marketing efforts need to be tailored to hit specific parts of the funnel – awareness (top of the funnel), evaluation (middle of the funnel), purchase (bottom of the funnel), and last but not least, retention.
    [Channel, Interactive] The PPC Attribution Carnival: Finding Your Way Through the Maze [Gifographic]
    A common way to gauge PPC attribution is through a last click or direct conversion model, which gives you an indication of which channels your visitors came from for that last event. Although there were fewer direct conversions that came from display, there were more assisted conversions that came from this channel. Proper Tagging: Which Channels Are Your Visitors Coming From? Wouldn’t it be useful to know exactly which URLs within each channel your customers came from?
    [Channel, Interactive] The World May Be Ending But, If Not: 3 Tips To Be a Better Marketer in 2017
    The point of the scenario was that future marketing would be focused on convincing consumers to trust the marketer’s system to make day-to-day purchasing decisions. We can expect the world to divide itself into tribes of consumers who rely on companies like Amazon, Apple, Google, or Facebook and who ultimately end up making similar purchases to everyone else in their tribe. It’s the voluntary nature of this purchase that makes RoseColoredGlasses.Me
    [Channel, Interactive] 4 Cross Channel Marketing Stats Marketers Need To Know Going Into 2017
    As 2016 winds down and we all look forward (hopefully) to some time off from work and spending time with family and friends, I thought it a good time to give some marketers some cross channel marketing stats to get to know up close and personal as we head into 2017. Two-thirds of all shoppers regularly use more than one channel to make purchases. And rest assured said visits are being made across multiple channels i.e. mobile, desktop, etc. Cross Channel Marketing
    [Channel, Interactive] 10 Types of Videos You Need to Push Your Audience Through the Funnel
    The final secret for the Social Cyclone video is to add a call-to-action on your social videos so that you can get viewers off the social platform, onto your website, and into your purchase funnel. If they watched your Premium Explainer all the way through, they’re very likely ready to learn more, and you can help guide them farther through the funnel with a great CTA (maybe through this lovely Interactive Player !).
    [Channel, Interactive] Snapchat Spectacles: A Simple Guide for Marketers
    Check out the video below of yours truly trying on the Spectacles for the first time (I was a little excited): Users wear Spectacles like sunglasses and record video from their perspective in a new circular, interactive video format that lets viewers rotate their phones while viewing. As a result, the cost is significantly less: Spectacles can be purchased for just $129.99. A great storyteller once said, “brevity is the soul of wit.”
  • ACT-ON  |  THURSDAY, DECEMBER 15, 2016
    [Channel, Interactive] 63 Digital Advertising Terms Every Marketer Should Know
    These ad units, which include static graphics, videos and/or interactive rich media, are displayed on a web page or in an application. Ad Click : The action taken when a user interacts with an ad by either clicking on it with their mouse or by pressing enter on their keyboard. . Ad Impressions : The number of times an ad has been served, regardless of whether the user has actually seen or interacted with the ad in any way.
    [Channel, Interactive] BlueVenn Bundles Omnichannel Journey Management, Personalization, and Single Customer View
    This lets BlueVenn support real time interactions in Web and call center channels. Clients can purchase the configured database management system if they want to run it for themselves. It sells primarily to mid-size companies, which it defines as $25 million to $1 billion in revenue. __ *The original SmartFocus was purchased in 2011 by Emailvision, which changed its own name to SmartFocus in 2013 and then sold the business (technology, clients, etc.)
    [Channel, Interactive] 73 Experts Reveal B2B Marketing Trends to Leverage in 2017
    While account based marketing, interactive content , personalization, native advertising, and automation are just some of the hot trends that look set to continue into the new year, there are some new kids on the block. Interactive content and visual storytelling. We'll see brands using that customer-focused content to deliver more personalized and relevant content experiences to build brand awareness, engagement and purchase consideration. Data Rich and Interactive.
    [Channel, Interactive] How the Internet of Things Is Changing Marketing Forever
    It ties together the various channels a single customer uses for a more seamless experience. In the past, the user may have purchased a product outright, but in the future, marketers may be selling products that use sensors and allow companies to sell based on variable usage or features. Start by looking at interactions. At what points are customers interacting with your brand? Perhaps they interact mostly through online channels or social media.
  • KAPOST  |  MONDAY, DECEMBER 12, 2016
    [Channel, Interactive] Solving the Inbound vs. ABM Contest with Content
    These tools enabled marketers to share interesting content and collect customer information regarding their interests and interactions—all at a scale that was never before possible. An understanding of the types of people/organizations who purchase from them and what their interests are in their roles and industries. We are marketers, so we’re used to ever-changing marketing “buzzwords.”
    [Channel, Interactive] 3 Ways to Connect Video Advertising to the Customer Journey
    This is mostly due to the fact that video is primarily used for reach and because video advertisements have historically been disconnected from other marketing channels. Connecting video advertising to a marketing stack will ensure that all channels are driving maximum impact and creating a synchronized, personalized journey for each customer. Use video interactions to discover your customer’s intent and use it to improve marketing automation. Cross Channel Marketing
    [Channel, Interactive] 37 Big Data Case Studies with Big Results
    BANK OF AMERICA : “BankAmeriDeals” provides cash-back offers to credit and debit-card customers based upon analyses of their prior purchases. LENDUP : A banking startup, evaluates whether to approve loan applicants per how a user interacts with its site. integrated vast amounts of structured and unstructured data across research and development, supply chain, customer-facing operations, and customer interactions, both from traditional data sources and new sources of online data.
    [Channel, Interactive] 25 Content Marketing Stats to Guide Your 2017 Strategy
    75% of marketers using interactive content plan to increase their use of the medium in the coming year. The takeaway: This year, there was a large projected uptick in the use of interactive content for content marketing teams--and we can expect this trend to continue again in 2017. Because interactive content , a highly engaging form of content, is helping teams gather more audience insight and transform leads into customers.
  • ACT-ON  |  MONDAY, DECEMBER 5, 2016
    [Channel, Interactive] B2B Marketing Automation Software for Fast Growing Companies
    According to Forrester , 74% of B2B buyers find buying from a website more convenient and 59% would rather not interact with salespeople as their primary source of research. But as Forrester points out, tomorrow’s successful marketer will be spending less time sending mass emails using purchased lists, and more time mining social intelligence or taking advantage of predictive modeling and then incorporating that into account-based marketing.
    [Channel, Interactive] 4 Things That Should Be On Every CMO's Wish List
    Now, it’s possible for marketers to fully incorporate mobile into their cross-channel marketing strategy and interact with customers whenever and wherever they are. But, in order for marketers to build a personalized experience around the customers, they need to employ data-driven marketing strategies by gaining customer insights across the other digital channels. Be Where Your Customers Are - On Every Channel.
    [Channel, Interactive] Pega Customer Decision Hub Offers High-End Customer Journey Orchestration
    The Customer Decision Hub from Pega (formerly PegaSystems) is certainly mature: the product can trace its roots back well over a decade, to a pioneering company called KiQ Limited, which was purchased in 2004 by Chordiant, which Pega purchased in 2010. Obviously the system has been updated many times since then but its core approach to optimizing real-time decisions across all channels has stayed remarkably constant.
    [Channel, Interactive] How to Build a Full-Funnel Content Distribution Strategy
    Between massive amounts of content created, along with more marketing channels to manage than ever before, organizations are facing a double-sided challenge. How can internal teams find key content to share with customers, and how can customers find what they need through the content channels they use? Potential buyers stalling half-way through a purchase process.
    [Channel, Interactive] What is the role of content marketing in an ad-free world?
    Those provocations create awareness, interaction, and potentially loyalty and trust over time. Today, however, many of those channels are drying up. Similarly, the same study showed that 70 percent of adults say their purchasing decision is affected by content they see shared on the web. By Mark Schaefer. Here’s the current state of my advertising consumption. I subscribe to digital versions of The New York Times , The Wall Street Journal and my local paper.
    [Channel, Interactive] 5 Quotes to Recharge Your Marketing
    We can learn by watching, interacting with, and listening to others who have weathered the roads before us and apply it to our everyday marketing practices. Just like atoms, content is essential to marketing and without it, there would be no email, social media, paid media, or other core marketing channels. One example Chris gives is that buyers have more purchasing options in every aspect of their lives than ever before.
    [Channel, Interactive] How 4 Brands Are Revolutionizing the Customer Experience
    Each one of these interactions elicits emotion; according to eMarketer , “over time, these individual interactions or moments accrue, forming the basis for customer experience.” Speaking of revenue at stake, check out how marketing leaders are financially outperforming everyone else when it comes to influencing the customer experience across channels. And of course, they also make it easy to purchase with a few clicks online or in their mobile app.
    [Channel, Interactive] How to Tie Your LinkedIn Ads to Revenue
    LinkedIn ads, even in the most ideal scenario, are just one or two or three out of many interactions that a prospect has with a company before making a purchase decision. In B2B customer journeys, there are often dozens of touchpoints from the first touch to the purchase. Channel-agnostic multi-touch attribution centralizes marketing data to map the entire customer journey and apply revenue credit as applicable.
    [Channel, Interactive] What Qualities Should You Look for in a Marketing Automation Manager?
    At the core of an effective team is a strong leader who understands your buyers’ needs across the entire lifecycle–from awareness to purchase, onboarding to retention, and growth to advocacy–and thinks about the entire customer experience across touchpoints. This leader will be responsible for your demand generation strategy for different segments and its orchestration across channels. Experience managing campaign execution across multiple channels.
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